B2B Loyalty Marketing: A Fresh Perspective from AUS/NZ

WM Circle Logo

By: Bill Hanifin, CLMP™ |

Posted on November 18, 2020

B2B has been a hot topic during 2020 and we have shared viewpoints from both a US and UK perspective over the past few weeks. To get a view of trends, best practices and news from another end of the globe, we connected with Glenn Shaw, Client & Business Development Director for New Zealand and Australia at B2B loyalty specialist Incentive Solutions.

Incentive Solutions has been providing loyalty services in New Zealand and Australia, plus parts of Southeast Asia for over 20 years. The company also owns and operates Reward Paths in the US, Canadian and Caribbean markets. Glenn shared his insights on the unique composition of the New Zealand and Australian economy that makes it a vibrant B2B market, then shares in depth about the table stakes and game-changers for effective B2B loyalty programs.

Like just about every Kiwi I’ve met, Glenn is a great guy. He communicates well, has a sharp wit, and carries an outdoorsy gene. Don’t miss the end of our conversation where he spills the beans on his favorite team, or is it a sport?

Want to speed listen? Get to your favorite parts of the conversation via these time stamps:

1:26 – Who is Incentive Solutions?
3:53 – What are the differences between B2B and B2C loyalty programs?
10:47 – What are table stakes and what’s trending in B2B?
15:57 – What’s the role of mobile and SMS in program communications?
18:06 – What types of incentives are most effective?
19:20 – How can you use Gamification concepts in a B2B program?
19:49 – What are the key questions to ask a client when you’re getting started?
23:15 – Wrap up for the interview
24:32 – Want to know Glenn’s favorite sport? Don’t miss this!

Interested in B2B? Read about how the pandemic has impacted B2B marketing from McKinsey & Company: B2B Marketing Brands Rapidly Adapt to Change in COVID-19 Era.